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Relationship selling is about focussing on the client’s needs rather than the product or service. Your objective is to find out what the clients needs are. Use a consultative approach by asking the right questions and LISTENING to their responses. This means really being present with no outside distractions.

The questions you ask are relevant to the product or service. These questions will open up new ways of thinking about the problem and offering fresh solutions. Once you have absorbed the client’s responses you can then propose a good cost effective way of filling their needs. If your solution is not a fit be sure you are honest and say so. This will add to your credibility and will pay off down the road.

Their circumstances may change down the road and they will remember that you were up front. There is also a good chance that they will send you a referral. Using relationship selling skills is a powerful sales approach. Asking intelligent questions is performing a service for your client. You are the expert and your overall knowledge gives you a wider perspective than just this individual.

Intelligent questions that reflect that you have been listening develops your credibility. This isn’t about a one time sale. Think long term and establish rapport so they will buy from you repeatedly. Asking open ended questions will help your client become aware of needs that may have been there all along but had gone unrecognized.

When you walk your client through a series of questions and answers leads the client to expressing a need for what you offer. Far better to have them hear themselves say it than for you to tell them. Then you can show how what you have to offer is truly the best solution for them.

Your main objective in using the relationship selling approach is to educate yourself about the clients problem and resulting needs. Equally important is to bring the client with you through this process. By asking questions you get the client working together with you through each step. Once they put into their own words sound reasons in favor of your solution you can reflect back what they have said. Working through a planned sequence of questions systematically will lead to the conclusion you seek.